It can be daunting to design for a heritage brand, let alone one that’s been standing for nearly two centuries. Stefano Tordiglione Design was given this momentous task when Brooks Brothers opened its 80-square-metre Hong Kong flagship store in May.
The brief for the Hong Kong-based award-winning firm was simple: to design a store that reflects the brand’s heritage, while fusing it with contemporary touches that would appeal to the modern-day dapper gent.
With inspiration culled from the century-old flagship at 346 Madison Avenue in New York City, the narrow columns flanking the entrance and window displays are wrapped in stucco plasters.
Upon entering the space, customers stroll past the cash desk to peruse the wide range of shirts and ties on display. A skeletal backless unit makes up the Shirt Wall, giving the illusion that the procession of shirts are floating in mid-air from afar. Soothing and inviting, the green striped back wall is said to be inspired by the interiors of one of the oldest apartments on Park Avenue. Interspersed with the brand’s ubiquitous Golden Fleece logo, the facade is decked out in a geometric pattern that was inspired by a classic window pane design of a 20th century mansion located in Long Island.
The walls are doused in lush American walnut and Chicago cherry, imbuing the space with a sense of old-world grandeur. An industrial-styled chandelier, just above the cash bar, provides industrial flair. Reworked from a classic New York paving pattern, the mosaic floor is a subtle exercise in nostalgia. Jumbled together with the above are antique store fixtures, which are placed sparingly throughout the expansive store.
The fitting rooms, deck out in a mesmerising turquoise, adds to the rich hues and textures.
Stefano Tordiglione Design was keenly aware of need to pay tribute to the brand’s heritage while avoiding ostentation. The result was series of large-sized photographs highlighting the various contributions that Brooks Brothers have made to the fashion industry. Look out for the world’s first ready-to-wear outfit, the button down dress shirt and non-iron shirt.
Stefano Tordiglione Design